Parable was building the next category-leading plant-based brand. They had the products and the science — what they needed was a brand that didn't sound like every other plant-based brand. We built the identity from naming through to the first 14 export markets.
Parable had finalized formulations and was 12 weeks from first export shipments when we joined. The internal "brand" was a placeholder Google Doc. They needed naming, identity, packaging, website and trade collateral — all production-ready, all in one voice — before container ships left port.
We had to deliver a brand that worked equally well on a Whole Foods shelf in Brooklyn and a Carrefour in Dubai, in three languages, without ever sounding worthy.
“Make us the brand that doesn't make people roll their eyes.”
Parable hit shelves in 14 countries on schedule. The brand carried its weight in trade meetings — direct trade leads up 312% in the first quarter compared to the placeholder presence. Five months later they closed an $8.4M Series A with the brand kit doing real work in the deck.
They've since launched two new product lines on the same system without coming back to us — which is, by our scoreboard, the best possible outcome.
“Investors quoted our brand book back to us. That doesn't happen by accident.”